This document discusses persuasion in business communications. It defines persuasion as influencing others' thoughts or actions. Workplace situations where persuasion is needed include requests, complex claims, and developing sales messages. The document outlines six principles of persuasion: reciprocity, scarcity, authority, consistency, liking, and consensus. It emphasizes building relationships and credibility to become more persuasive.

1. Business Communications
Persuasion at Work
Adapted from NETA PowerPoint for Essentials of Business Communication by
Lisa Jamieson

2. Assignment #1: Persuasive Request

3. Persuasion
Definition: the ability to make people
think or do what you would like them to
think or do.
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4. Being Persuasive
What are some situations in
your personal, academic, or
professional where you might
need to be persuasive?
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5. Persuasion in the Digital Age
• Increased volume and reach
• Instantaneous spread
• Essential for all businesses
• Subtler techniques
• More complex and impersonal
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6. Negative
Persuasive
Routine
Three Common Situations
Frequency,Complexity,Skill

7. What is a Persuasive Situation?
A situation where you
anticipate resistance.
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8. Breaking down the Wall
Anticipate
resistance
Reduce
resistance
Make
request
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9. Persuasive Situations in the
Workplace
• Asking for a favour or other action
• Making complex claims and complaints
• Getting co-workers and managers onside
• Developing sales and promotional messages

10. Being Persuasive
Persuasive people:
• Have ideas that
generally prevail
• Can convince
others to join
their position
• Can sell things
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11. How do we become more
persuasive?
• Learn how people
think
• Learn how people
make decisions
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12. The Science of Persuasion

13. Six Principles of Persuasion
1. Reciprocity
2. Scarcity
3. Authority
4. Consistency
5. Liking
6. Consensus
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14. Six Principles of Persuasion (Cont’d)
Principle Concept Application
Reciprocity We often feel obligated to
give when we have received.
Be the first to give.
Scarcity People want things more
when there is a perceived
scarcity, or lack, of those
things.
Promote not only the benefits and
uniqueness, but also what others
stand to lose if they fail to
consider your proposal.
Authority People follow the lead of
credible, knowledgeable
experts.
Signal to others that you are
credible before you attempt to
persuade them.

15. Six Principles of Persuasion (Cont’d)
Principle Concept Application
Consistency We like to be consistent with
what we have done or said
previously.
Look and ask for small
commitments that can be made
and get those commitments in
writing.
Liking People prefer to say “yes” to
those they like (we like those
who are similar to us, pay us
compliments, and cooperate
with us).
Build the relationship - look for
areas of similarity and
opportunities to share
compliments.
Consensus People look to the actions
and behaviours of others to
determine their own.
Highlight what others are already
doing.

16. Summary
• Reviewed the requirements for our first assignment, the
Persuasive Request.
• Defined persuasion and its applications in the workplace.
• Explored the importance of persuasion and how to become
more persuasive.

17. References
Cialdini, R. [uploaded by BigSpeak Speakers Bureau]. (2017, June 8). Robert Cialdini - science of persuasion [video].
YouTube. https://youtu.be/kv0sOX6Alrk
Guffrey, M. E., Loewy, D., & Almonte, R. (2019). Essentials of business communication (9th Canadian Edition). Nelson.
Jamieson, L. (2019). Chapter 1: Communicating in the digital-age workplace [PowerPoint slides]. Nelson.

18. Image Sources
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File:Background_brick_wall.jpg
Aleyyadhi, N. [Confused man] [Illustration]. [n.d.] PNGITEM. https://www.pngitem.com/
middle/iwxohxJ_transparent-think-clipart-black-and-white-hd-png/
[Juul vape ad] [Photograph]. (1995). Smithsonian Magazine.
https://www.smithsonianmag.com/history/electronic-cigarettes-millennial-
appeal-ushers-next-generation-nicotine-addicts-180968747/
[Lucky cigarette ad] [Illustration]. (1930). Smithsonian Magazine.
https://www.smithsonianmag.com/history/electronic-cigarettes-millennial-
appeal-ushers-next-generation-nicotine-addicts-180968747/
[Man saying yes] [Illustration] [n.d.] Telego. http://www.telego.com/telecom-voice/how-
to-be-more-persuasive-on-the-phone-7-powerful-persuasion
techniques#.X_tmW-lKjOQ

19. Image Sources
[Man with sledgehammer in front of wall] [Photograph]. [n.d.] Saba.
https://www.saba.com/es/blog/setting-employees-up-for-success
Persuasion: The art of getting what you want [Illustration]. (2005, September
1). Goodreads. https://www.goodreads.com/book/show/
19836.Persuasion
[Robert Cialdini] [Photograph]. [n.d.] Guy Kawasaki.
https://guykawasaki.com/dr-robert-cialdini-the-godfather-of-
influence/
[Woman persuading two people] [Illustration]. (2017, November 5).
Lynda.com. https://www.lynda.com/LeadershipManagement
tutorials/Persuading-Others/578056-2.html